There was a definitive point in the industry where EA was kind of the white knight compared to the diabolical demon that is Activision. Unfortunately EA's obligations to shareholders required it to take drastic emulatory action of its own competition simply to stay profitable and thus it became what it is now....the worst company in America for two years running.
I mean think about it, in 2009 or so every title that was worth your hype meter was coming out of an EA backed dev house. The problem is EA molded those titles in a direct bid to kick the legs out from under Activision and failed at every turn to do so.
You can't take Star Wars and make World of Warcraft again and expect people not to notice, gamers simply aren't that dumb...but EA did it and BioWare paid for it in spades as their collective company integrity, at least in the eyes of the consumer, got completely trashed.
Dragon Age was fantastic and DA2 "wasn't that bad" but the problem is going from fantastic achievements of new and original game concepts to "not that bad" is not how you want a franchise to go, EA doesn't care, it just wants the money because its got quarterly shareholder meetings to account profits to.
Mass Effect was the greatest modern sci-fi epic of this generation and it was thrown into the toilet by Mac Walters and Casey Hudson based on direct business decisions to kill the story arc to create a sustainable franchise from it....because ME as it was, was not a sustainable franchise, it had a direct and definitive "end" no matter how far you dragged it out, that doesn't work under the EA business model, creating a work of art and letting it stand for all time as..definitively a work of art doesn't make any profit. So..it had to be killed, so it could live again as Zombie Mass Effect, that will never die and just keeps getting a new number every couple of years.
Battlefield? Lets not even go there I've already described it as a non-game that is simply a 100 million dollar dick waving contest with Bobby Kotick...that frankly...EA continues to lose. This doesn't even cover MOH Warfighter which was a dismal failure to attempt to launch two military shooter franchises to compete with Activision.
Then theres SimCity.....10 updates in and they're finally adding offline mode...which for awhile will be like "OMG thats all we ever wanted" but the real story behind that is EA no longer wants to deal with the overhead expense of maintaining the servers, giving the game offline single player play allows them to scale back their server support heavily to just leaderboards and global stats and thats not half as intensive. People think EA is giving them what they want with update 10 for SimCity, what they're really getting is what EA wants, a way to trim costs and still ensure people got the product they paid for.
Then the Sims franchise, if ever a franchise has been back alley pumped for every dollar its been able to grab its this one. The Sims 3 is one bug ridden mess of expansion after expansion, the base game plays fairly well but if you have like..every expansion that TS3 possibly has...even without using mods to make the game less visually offensive, the interoperability issues between the various expansions and routing problems make the game nearly unplayable..but I guess if theres one thing they can count on is that the virtual barbie market is never going to run out of money.
FIFA and Madden aren't really games I keep up with as they're console only but I believe they just recently tanked the FIFA franchise pretty badly and Madden may be their only leg in the game in that market.
Simple facts are, EA isn't evil, its profit driven and by being driven by profit, it is hostile to competitors and constantly attempting to leverage products into the market that can take the money their competitors are making. Its hostile business theory, rather than letting their products stand on their own strengths, which as stated about 7 years ago I was literally buying EA backed titles on faith alone (something I won't even do today) they'd be just fine. But because of this predatory business practice of "Whats yours is mine" that seems to pervade the business end of what EA is today, they seem extremely evil and willing to do whatever they can to make a profit as compared to being happy with making a profit simply by doing good things.
EA can get not evil. They have the product base to do it they just have to focus more on letting the titles stand as art rather than franchises. They need to stop this silly Origin dance and shake hands with Gabe Newell and be Steam's best buddy cause accessibility is a big deal and I don't personally like having to split my games between two digital content delivery applications especially when one of them only rarely has a title I might be interested on it and the other has pretty much the other 90% of the games industry available to the PC.
EA needs to get back into good business with Valve, it needs to get back into good business with the consumer and it most definitely needs to get back into good business of letting its associated studios do what they do best, and realize that not everything needs an infinite franchise to be profitable. It can be profitable and it can end, and those profits can back and fund new ideas that can be just as great, without the need for constant serialization of established hits.